Learn more about location data, how it can be linked to disparate data sources to create a unified view of a consumer, and what marketers should consider when they want to combine CPG-related data with location data.

With the rise of online shopping, consumer purchase habits are changing at a breakneck speed. Not since the invention of the automobile, and the freedom it gave consumers to shop in farther-away places, have American consumers adjusted their buying behavior so drastically.

Our clients are telling us that they want to be more efficient with paid media, ensuring that they reach the right customers with their brand messages in order to drive product sales. In television, still the largest media channel for most consumer packaged goods (CPG) advertisers, historically media has been purchased by demographics such as gender, age and family composition.

In a time where CPG manufacturers and retailers are struggling to find sustainable growth, there are still a number of options. Growth can certainly come from focusing on the store perimeter, which is currently experiencing growth three times the total store.

Mobile is not only becoming a prevalent mechanism for media consumption; it is also disrupting the advertising industry. Traditionally, mobile data was subject to cookie tracking, which has long dominated the digital media measurement/targeting ecosystem. Yet, cookie tracking as it is applied to mobile has come under scrutiny and been found wanting.